Experts gather in Hong Kong to share knowledge on building brands
Creating value by using innovative approaches that enhance brand equity has become such a hot topic that companies in Hong Kong and across the globe are keener than ever to invest in brand management.
To identify the future trends and practices for industry players, the International Conference on Brand Management will take place in Hong Kong for the second time. Jointly organised by Hong Kong Polytechnic University, the Asian Centre for Brand Management and the Hong Kong Design Centre, the event will enable experts on branding and industry leaders to exchange views and discuss the way forward.
Professor Judy Tsui, dean of PolyU's Faculty of Business, said the conference would look into various ways of creating value for brands through presentations by local and overseas experts, academics and businessmen.
Keynote speakers include Roland Rust, a professor from the Robert H. Smith School of Business, University of Maryland, who will discuss how service changes brand management, and Rod Brodie, professor of marketing from the University of Auckland, who will examine the role of integrating consumer and relationship marketing to create value.
Top executives from Hong Kong and the mainland will also join the conference to share their experiences in brand development and management. Among them are Alan Wong, director of marketing with DHL Express (Hong Kong); Viveca Chan, founder of WE Worldwide Partners; Margaret Leung, general manager of HSBC; Alfred Chan, managing director of Hong Kong and China Gas; Sun Xianhong, vice-president of Mengniu Dairy; and Eden Woon, vice-president for Greater China of Starbucks (China) Coffee Company.
Professor Tsui said branding was becoming increasingly important for Hong Kong as its economy was now mainly service-oriented. "We can no longer focus on manufacturing operations in the Pearl River Delta like we used to 20 years ago. It is necessary to study how to develop a brand with innovative strategies," she said.
"In the past decade, we have also seen the emergence of many brands developed by mainland enterprises such as Haier, which has successfully established its brand internationally."
Professor Tsui said brand development would call for strong commitment and substantial investment by companies but it was a worthwhile exercise that could create value and lift business growth significantly once the brand established a firm standing among customers.
"Brand building is no ordinary exercise. Companies have to take innovative approaches to create unique core values based on their history, attributes, objectives and the business environment they are operating in. In addition, they have to continue innovating in the process," she said.
Professor Tsui said many Hong Kong companies had done a good job in developing and managing their brands. There were several well-known local brands such as Maxim's, Café de Coral, HSBC, Lane Crawford and Lee Kum Kee.
"Another important thing is that brands have to evolve and adapt to changing market needs. For example, Cirque du Soleil is the world-renowned performance troupe that has reinvented the circus. Its mesmerising performances have gone beyond being a simple circus act and evolved into a flourishing business attracting large international audiences," she said.
"Companies should have a good understanding of the surrounding environment and develop their brands with their own values."
PolyU emphasises the use of applied research to train students to become qualified for the real world.
With a view to market development, Professor Tsui said PolyU offered its unique MBA in Innovation and Design Management to cope with the business needs of design and innovation.
The institution set up the Asian Centre for Brand Management last year with a view to encourage multidisciplinary research on brand equity involving local and overseas experts, she said.
"Brand management is especially important for Hong Kong. Our main asset is our talented people and they can contribute their innovation to brand development," she said.
Professor Tsui said a good understanding of the world's supply chain operations, design and technology applications was also essential to brand building.
"Hong Kong people have gone through a lot of challenges over the past 20 years. This has effectively widened their international perspective which should enhance their ability in brand development," she said.
"With determination and commitment, I am confident that there will be a great future in brand development and management in Hong Kong which will play an essential part in the future economic growth."
Today's conference is one of the main events of this year's Business of Design Week, organised by the Hong Kong Design Centre. The Business of Design Week includes the International Conference on Design, Brand & Innovation from tomorrow until Friday in the Hong Kong Convention and Exhibition Centre.
